Don’t Kill the Pigs

I first heard about the Egyptian pig cull back in October when the story broke in the New York Times. Needless to say, it piqued my interest because as is often the case, seemingly irrelevant stories can provide insights that the less trained eye will simply pass by.
When Egyptian government officials reacted to the growing [...]

Tagged with:  

Do vs Say

The above slide is a quote from Peter Van Stolk on what it means for youth brands to be “authentic”.
Years ago, being “authentic” meant hiring a clever ad agency to concoct spin.

Youth today, however, have pretty good bulls**t detectors. That’s why you’ll rarely see youth at the tiller of a successful advertising agency. There’s a [...]

The Patient Brand will win

It took 12 years for Monster Energy drinks to eclipse Red Bull in the US on full size cans. It took Apple 10 years to build its K12 education strategy and influence students from the ground up.
What are you working on that outlasts your next 90 days?
If you enjoyed this post, make sure you subscribe [...]

Tagged with:  

When was the last time you bought a Cadillac?

If you enjoyed this post, make sure you subscribe to my RSS feed!

Tagged with:  

Attention is your biggest cost

Email marketing to youth is largely ineffective, internet ads peeve them and mobile CTR is in decline.
What I’m talking about here is using a medium in isolation.
Youth are highly effective at blocking out irrelevant marketing messages and single blast email or mobile campaigns in the vast majority of cases are irrelevant.

1 million messages a year
Why? [...]

Tagged with:  

You gotta break some eggshells

The above slide is a quote from Peter Van Stolk (founder Jones Soda) on how great brands are shaped by great people.
The Intrapreneurs…The Crazy Ones
If you’re going to do anything great, you’ve got to break some eggshells.
Creating a great brand means treading on a few toes, taking a few hits and singling yourself out for [...]

Tagged with:  

Content is Dead… Long live Context

There was a time when Pepsi said that they were the “choice of a generation” and youth believed. There was a time that in exchange for the inconvenience caused by interrupting young people on TV, in the magazine or at the bus stop, creative agencies would balance the transactional deficit by delivering humour.
That’s what gave [...]

Tagged with:  

The Britney Spears model of marketing is “just so done”

Time to stop fishing where the fish are. Time to move from campaigns to conversations. If a brand is a story that we tell, it’s time to move the narrative from being about the brand to one about the customer. As we asked earlier, “where am I in this story”, “can I drink me?”
The above [...]

Peter Van Stolk – insights from a brand hero

I’ve been a fan on Peter Van Stolk’s work for some time. Perhaps it’s because he was out there living the 7 laws of youth marketing when I was simply writing about it. Perhaps it’s the simple irreverance of the Jones Brand he helped grow that threw the copybook out and ignored the received wisdom [...]

MYTV #1: Paid vs Earned Media

New TV episode from mobileYouth TV MYTV

Earned Media is about Creating Dialogue whereas Paid Media is the business of paying your way into the youth Universe to offset the inconvenience you cause. Whichever side of the fence you sit on when it comes to the effectiveness of Paid Media, there’s one thing we’re pretty sure [...]

Blog Widget by LinkWithin
Tagged with:  
Page 1 of 41234»

Copyright

All material published on this site is copyright of mobileYouth W2F limited unless prior exception is provided.
© 2010 mobileYouth - youth marketing mobile culture research